Major Appliances in Western Europe

May 2022

Home seclusion and foodservice closures boosted home cooking, the presence of a highly contagious virus heightened consumers’ hygiene levels, and panic-buyers needed additional space to store their extra stocks. This boosted sales in 2020, with Coronavirus (COVID-19) also seeming to have a positive impact on the major appliances performance in 2021 too. However, the coming years are expected to see stagnating growth rates, given the growing economic storm clouds gathering across Europe.

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Key Findings

Growth boosted by the pandemic

Major appliances saw growth spikes in Western Europe during the pandemic (2020, 2021), after having recorded disappointing performances in 2018 and 2019. Although, for some, the pandemic bought economic uncertainty, for others, it meant extra funds to spend in areas like major appliances given a lack of expenditure on travel or leisure. While some brought forward potential purchases, others decided to upgrade their hygiene standards or storage capabilities with new laundry appliances, dishwashers or refrigeration appliances.

E-commerce accounts for two thirds of UK sales

In the UK, where the e-commerce sales share is now at close to two thirds of the market, local consumers have got used to browsing and comparing products online to locate the best possible price or deal, with many then also purchasing appliances online. Retailers and manufacturers are therefore switching to omnichannel strategies.

EU’s new energy labels come into force

The EU’s new energy label requirements came into effect from March 2021. All white goods sold in EU countries from this time will need to feature an updated sticker communicating their energy rating, with the current classifications of “A+”, “A++” and “A+++” replaced by a new scale of lettering from A to G, with “A” being the most ecologically sound. This should help drive the development and sales of energy-efficient products, which are better for the environment and should also help keep down consumers’ utility bills.

Slow growth expected

After the sales spike during the pandemic, major appliances is expected to see flatlining performances in Western Europe over the forecast period, with maturity in some of the bigger national markets and a worsening economic scenario also working against purchases of big-ticket items among local consumers.


Key findings

Regional overview

Positive growth in Western Europe during the pandemic
After a pandemic-induced spike, sales will gradually return to flatlining
Pandemic is a major influencer of overall 2016-2021 performances
Pandemic results in a major one-off spike in freestanding freezer sales
Italy adds the most new sales over 2016-2021
Pandemic has a positive influence on the major appliances performance
In spite of the strong e-commerce growth during the pandemic…
…non-grocery specialists continue to dominate distribution

Leading companies and brands

High levels of concentration among the top five players in most markets
Haier gaining share in Western Europe
Biggest sales shares for BSH, Arçelik and Miele in their home markets
Electrolux moves up the rankings in 2021

Forecast projections

After major appliances experienced growth spikes during the pandemic…
…sales are expected to flatline in Western Europe post-2021

Country snapshots

Austria: Market Context
Austria: Competitive and Retail Landscape
Denmark: Market Context
Denmark: Competitive and Retail Landscape
France: Market Context
France: Competitive and Retail Landscape
Germany: Market Context
Germany: Competitive and Retail Landscape
Greece: Market Context
Greece: Competitive and Retail Landscape
Italy: Market Context
Italy: Competitive and Retail Landscape
Netherlands: Market Context
Netherlands: Competitive and Retail Landscape
Norway: Market Context
Norway: Competitive and Retail Landscape
Portugal: Market Context
Portugal: Competitive and Retail Landscape
Spain: Market Context
Spain: Competitive and Retail Landscape
Sweden: Market Context
Sweden: Competitive and Retail Landscape
Turkey: Market Context
Turkey: Competitive and Retail Landscape
UK: Market Context
UK: Competitive and Retail Landscape

Consumer Appliances

Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.

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